Grayling Blog

Red sludge and Hungary's country branding initiatives in light of our upcoming EU Presidency

Posted on 2.11.2010 by Zsuzsanna Benyó

Hungary was covered in the Financial Times several times in the past month mainly as a result of the toxic red sludge, which was a terrifying disaster for the whole country. The story even hit the front cover of the FT twice.

This was a true disaster, shocking billions of people worldwide, but communications around the story could have been managed in such a way that the world learnt at the same time about the substantial and exemplary solidarity shown by the entire Hungarian nation to the victims. However, foreign correspondents focused instead on communicating primarily about inadequate security systems at industrial sites in Hungary. This is definitely not a message that anyone would like to see about its country, especially if this does not provide the full picture.

The Hungarian media was partly also at fault for failing to emphasize the fact right from the beginning, that people from all over the country immediately lent a hand to the victims. Furthermore, Hungary should have showcased 3rd party endorsement to demonstrate that everybody across Hungary (and even beyond) was helping the victims. All in all, this disaster was a perfect example of how Hungarians should join forces in an emergency situation.

At the same time, it was very interesting to see how the government in Chile is reacting to the rescue of the trapped miners. I must say that they did a good PR and country profile building job! Even the FT highlighted Chile's key messages, such as Chile is now “a better known and more respected country worldwide” and “Chile is already recognized as the continent’s best-managed economy. By the end of the decade Mr. Piñera wants Chileans to be the first Latin Americans to call themselves a developed country”.

Why I am making this comparison?

It is also high time that Hungary took communications and profile building – no matter if this is called country branding or image building – seriously, and considered it as a long-term commitment which requires not only thorough planning and research but also professional, ongoing and proactive communication. Now is exactly the right time to launch, or finally re-launch our country branding initiatives since Hungary will be the focus of international media attention until at least July 2011, during the Hungarian EU presidency.

I was glad to hear last Friday at a conference about Hungary's communications around its EU presidency that country branding will be treated as a priority during our Presidency. It has also been confirmed that the Hungarian Government’s long-term country branding strategy – with the four pillars of Green, Creativity, Healing and Entrepreneurship – will be kept after July 2011.

And although constructive criticisms were immediately leveled at these pillars, I truly hope that this time promises are kept, and even if this might take some time, these priority themes will be filled with content, and future ongoing and proactive communications can build on them in order finally to create a “differentiated and positive Hungary-brand!” attracting both investors and tourists, accepted and supported by Hungarians. Hopefully Hungarians will join forces around this strategy and we can make it a success.

Until we see the first clear results, I would like to recommend the short video below for all of you to watch about a great initiative aimed at profiling the Budapest Business Region/ Hungary as a country of innovations! Please enjoy it, and we look forward to your comments about Hungary's country branding.

http://www.bbr.hu/hirek/115/Uj_imidzsfilm_budapestrol%29
Highly recommended if you wish to learn more about Hungarians!